If there’s one thing that’s constant about Facebook, it’s change. Seems like every week there’s a new feature or new advertising element, some new trick to learn, or a new way to be more visible. Many companies unknowingly make several common Facebook marketing mistakes without even knowing it…and it’s hindering their success.
Facebook is a valuable tool for business and there are a lot of pitfalls to watch out for. Here’s a list of the 7 most common Facebook marketing mistakes you should avoid, and what to do instead.
1. Taking off without a “runway”
Facebook success is in the details. Before you take to the airwaves of social media, you need a plan.
It’s like this: if you’re taking a trip and you don’t know the way to your destination, you check the GPS app on your phone. You do this because it saves time, expense and a whole lot of needless suffering.
Social media strategy works the same way.
Begin with the end goal in mind. For most companies, the goals are to gain more site visits, engage more customers, build an email list, and/or generate leads.
Once you’ve determined your goals, you’ll need a social media strategy “runway” to reach them.
2. Making it all about you
Facebook marketing is successful when you’ve provided entertaining, useful, sharable content. Think about the Facebook pages you follow and why you follow them. It’s not so you can see sales promotions.
Fans and customers are no different than you!
People stay engaged when the posts they see are meaningful to them.
Before you post, ask yourself this simple question: “Is this something our customers would like to see?”
Pro Tip: Avoid violating Facebook’s Terms of Service. I can’t tell you how many pages I see that are broadcasting sales messages through the newsfeed. Save those messages for Facebook ads and you’ll avoid the pain of having your fans clicking to the nearest exit.
3. Failure to engage regularly
One of the best ways to build a lively, loyal community on Facebook is by engaging regularly with your fans.
Facebook is not a one-way communication tool. Create a solid engagement strategy that includes designating someone (or a team) to engage with the people who comment on your posts.
Engage could mean something as simple as liking every comment on each post.
Engage means that you respond to all page messages and reviews—both positive and negative. Every negative comment is an opportunity to turn a critic into a fan.
Even still today, in 2020, I see many Facebook pages where the page admins ignore their comments.
Abandoning your customers on Facebook tells them either you’re not paying attention or that you don’t care.
4. No serious investment
If you’ve spent any time in the Facebook ecosystem, you know there is an investment to make it successful. Building trust takes time and if Facebook is your chosen platform, then you should be prepared to expend some resources.
A Facebook page should be considered a valuable company asset and as such, there are investments required to retain its value:
- Strategy and Planning
- Financial Resources
- Human Resources
- Attention (there’s a reason it’s called “paying attention”)
- Analytics and Reporting
In fact, sometimes a business will need to restructure their operations in order to accommodate social media and to spend resources more effectively.
If your team doesn’t have the expertise, there may be a need to invest in training.
Pro Tip: It’s not healthy to think that Facebook is “free.” That thinking will only allow your competitors to take all the customers.
Pro Tip #2: If you’re not ready to make an investment in social media, don’t. It’s not like the old days where you paid for exposure and people flocked to your business. It’s hard work that only pays off if you’re willing to go for it.
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5. Not completing your “About” section
Your Facebook “About” section projects the image of your business. Successful Facebook marketing includes making good use of the “free real estate” that’s available. This is an incredibly important step when setting up and optimizing your page.
You want to ensure that your “About” is complete and sends the right message to anyone visiting your page.
- Add your founding details.
- How did your company begin and when?
- What’s your mission or vision you have for the company?
- What drives you and your company on a day-to-day basis?
- People will quickly scan your content. Add your most important details within your first paragraph.
- Add keywords, terms and phrases that anyone searching for your business, product or service would use. Keywords matter in social media as much as they do within your website or blog. Don’t overlook them!
- Answer questions that your prospects need answered in order to make an educated decision. This is a place to create differentiation – the value that separates you from your competitors.
- Keep industry jargon out of your “About” section. Your customer doesn’t work in your industry – so don’t speak to them as if they do. Keep your language relatable and easy to read.
6. Not using Facebook Ads
Facebook advertising is a strategic complement to your current advertising budget. Facebook ads let you grow your business without adding a hefty expense. There are specific strategies for every kind of budget.
Part of your investment in Facebook is for Facebook ads. Simply put, you will not succeed (ie: improve customer engagement and generate leads) without Facebook ads. Why?
Ten years ago, social media was a fertile field of wildflowers, full of kittens and unicorns. The marketing landscape was wide open for people who wanted to capture attention and engage like-minded customers.
Today, social media is a dense, crowded, noisy, smoggy urban jungle.
Simple tactics alone are no longer effective. You must pay to promote your content and products on Facebook.
The good news is that Facebook ads work! It’s a mistake not to leverage this powerful tool.
7. Failing to track, measure and analyze your results
Too often, companies jump onto Facebook marketing without a plan or a clear idea of what success really means for them. Look for success markers on your Facebook marketing journey.
Just like the maps app on your phone shows the best route to take toward your destination, Facebook KPIs (Key Performance Indicators) guide you to what success looks like for your Facebook marketing. KPIs give you a solid foundation from which to measure results.
Develop a process (including the tools you’ll need) to track, measure and analyze. Facebook allows you to figure out what’s working and what’s not in real time. Part of this process should include a designated social media manager, with the skills to track, analyze and report data.
Facebook marketing mistakes don’t have to happen.
Facebook marketing is powerful but only if you’re all in. This awesome power only works to your advantage when you’re firing on all cylinders.
Do you need help with avoiding these and other Facebook mistakes? Are you looking for coaching or help with hiring/training your social media manager? Get in touch with me here and I’ll get back to you within 24 hrs.